Real de La Quinta is the brand of the new project of the Grupo Inmobiliario La Quinta (Corporación Pascual) with which it clearly shares corporate values: integrity, closeness, passion, innovation and quality.
It is an estate of 200 hectares with a personalised construction of villas and apartments carefully distributed around a hotel, restaurants, shops, golf course and academy, spa, horse-riding centre, orchards and a sports lake.
This residential complex is integrated into the idyllic slopes of the Sierra de las Nieves, an area declared a biosphere reserve by UNESCO, with views of the majestic mountain of La Concha and the cosmopolitan and picturesque Costa del Sol, in the locality of Benahavís and ten minutes from Marbella.
It stands out from the competition due to two basic points: for being the most complete residential complex on the Costa del Sol and for being the first urban planning project in Spain to obtain the Breeam sustainability certificate.
The project we were set was that of a global brand, aligning the brand strategy and identity to the defined corporate strategy and creating:
- A differential, relevant, credible and lasting positioning.
- A flexible, clear and focused brand architecture.
- A distinctive, consistent and coherent verbal and visual identity in all the points of contact.
Real de la Quinta is an exclusive privilege based on the REAL LIFE concept, where innovation, nature, peace and quiet, privacy, security and the pleasure of living coexist. A paradise to live the life we have always dreamt of. A REAL life, where the two meanings of the word interlace to give consistency to a totally unique concept. An inspirational brand, in both the functional and emotional setting.
From the brand concept comes: “Welcome to your REAL LIFE” as a base of the verbal identity of the brand, as the raison d’être of Real de La Quinta.
As regards the visual identity, we create a brand that joins the most important values, attributes and personality of the brand: elegant, sophisticated and modern that adapts to the new generations. Transmitting the lively, positive and cheerful character of the Mediterranean, which combines with the practical, innovative and competent spirit of northern Europe.
The main brand is formed by a typographical composition of the actual name of Real de La Quinta and by a calligraphic symbol that represents the R of Real and the Q of La Quinta.
Moreover, the visual universe is enriched by a series of areas produced from the characteristics that surround the brand: nature, culture, quality, service, innovation and tradition.
Regarding the brand architecture, it is formed by the main brand and the different sub-brands to identify each of the developments that maintain the structure of the main brand, but with its own chromatic and verbal code.
To sum up. It is an integral project, from the brand strategy, the creation of identity and expression in all its contact points to the launch to the different interests groups.